Thousands of blogs are born each day, but it’s not all sweetness and light. A summary of the downside of blogging, whether for yourself or for your organization.
Even back in 2006, Technorati was estimating that 175,000 new blogs were born each day, or one every half-second. Even if only one-tenth of them made it past five posts, and even if many of those same keystrokes are now being pumped into other social networking platforms, a lot of people are still maintaining blogs and a lot of us are still reading them.
“What’s Wrong with Blogging?” ProBlogger Asks
In a recent post, A-class blogger Darren Rowse of ProBlogger.net asks us, “What’s wrong with blogging?” Darren’s following is colossal, and he had over 120 comments within 24 hours, covering a gamut of complaints about blogging in general. A digest of some of what’s wrong with blogging:
- English is the dominant language in blogging (so far), and other cultures/languages are missing out on valuable content.
- Journalists deride blogging.
- Journalists thrive on blogging.
- Blogging has become a form of advertising.
- Many bloggers are reluctant to link to other blogs in the same niche.
- It’s hard to generate valuable content regularly that will get a blog noticed.
- Generally, the quality of writing is low on blogs.
- Too many posts are merely about content on other blogs (like this one, I presume).
- Only bloggers read blogs.
- The get-rich-quick crowd and affiliate marketing are polluting blogging.
- Upstart bloggers are displacing experts in their field.
- Desire for popularity trumps quality in content.
This is a cautionary tale for marketing communications writers working on corporate (and personal) blogs. It is tough work. It probably won’t pay off in the short run. You may not experience instant gratification or a huge following. So why do it?
To tell your story. Passionately.
Use Your Blog to Show Your Passion
Your organization is a going concern, which means that things are constantly changing in it. There’s a story in that, and your followers (newspeak for customers, vendors, friends, investors, journalists, competitors) want to know it.
And, if it’s a good story, you should be passionate about telling it.
Those press releases you publish a couple of times a month? Not much passion in those, is there?
Use your blog to tell people the why behind the news, in a way that shows what your organization is passionate about: child literacy, green power, military hegemony, helping people get rich. Readers won’t magically flock to it, but when they take a close look at you, they’ll see passion, and that’s where followers come from.
Change your objective from boosting blog readership to telling your organization’s story passionately, and you’ll subtract a lot of the stress from the process.
Blogging will still be tough, of course, but it will be much more bearable.